Is jewelry for men about to step up in terms of sales and visibility? A recent article published on SCMP suggests that while men’s jewelry has a long way to go to match men’s watches, more and more brands are now “eager to cater to men’s needs and desires”.
“Men are wearing more and more jewelry,” Caroline Gaspard, the founder of Akillis, a French-based jewelry brand which also specializes in unisex jewelry, tells the magazine, “the barriers are falling, and younger men are confident in expressing their own look”. Simon Spiteri, an accessories buyer for MR PORTER, agrees with her, saying that men’s style have become increasingly more important to highlight [their] look and [help them] stand out” – whether it’s street-style or more high-end looks.
Over the past decade or so, says Stephen Webster, founder and designer of his eponymous jewelry label, “men have become more comfortable including jewelry as part of their wardrobe. Once the [dress] code of the rock or sports star, jewelry has been through democratization, allowing almost everyone access”.
However positive this trend may be, watches remain the number one choice “for almost every single male customer when it comes to accessories”. To lure more and more customers, brands are going for “subtle design codes that ooze coolness and masculinity” – such as mixing black diamonds with metals such as matte black titanium (Gaspard) and design motifs that draw “inspiration from switchblades, ravens, thorns and geometric shapes” (Webster). According to Spiteri, men’s designs use silver, rare stones, coral and leather, which are more understated than gold, crystals or diamonds.